Alex Milan
Head of Marketing
LinkedIn Profile
Spotlight on
Liber & Co.
How Liber & Co. is using Grapevine Surveys to gather real customer feedback on their new bottle design—leveraging NPS insights to refine and improve their product.
Meet Liber & Co.
Founded in 2011 by three friends in Austin, Texas, Liber & Co. began with a passion for crafting exceptional cocktails. Recognizing the pivotal role of premium ingredients, they transitioned from home bartending enthusiasts to producers of high-quality cocktail syrups. Their commitment to quality is evident in their meticulous sourcing of raw ingredients, such as Texas grapefruits and Peruvian ginger, which are processed in their custom-built facility. This dedication has earned them the trust of over 1,000 top bars and restaurants nationwide, as well as countless home bartenders. In 2023, to meet growing demand and foster innovation, Liber & Co. expanded into a new 21,000-square-foot facility, enhancing their production capabilities and allowing for exciting product developments.
The Challenge
For Liber & Co., redesigning their bottle was a monumental shift—one that hadn’t been considered since their inception in 2011. The brand had relied on a Boston round bottle, a common, cost-effective choice in the early stages of their business. But by late 2024, after years of use, they decided it was time for a major transformation. This wasn’t just a tweak to the design; it was a complete overhaul, taking two years of work to perfect. From exploring multiple branding concepts to choosing the right bottle shape, every step was crucial.
This change represented more than just a fresh look. For their loyal customers, it meant adjusting to something entirely new. The bottle not only looked different but was also larger—an inch and a half taller—impacting its fit in their customers' fridges. With many fans of the brand having dedicated spots in their refrigerators for their bottles, this was a key consideration. The redesign wasn’t just about aesthetics; it was about maintaining the customer experience, making it a challenge to ensure the new design would be well-received.
The Solution
To gather meaningful insights, Liber & Co. turned to Grapevine Surveys. They created an NPS survey specifically for returning customers post-purchase, asking them to rate the new bottle design out of 10. This provided a clear, measurable score to track customer sentiment. Additionally, a follow-up question invited customers to share their thoughts in more detail—giving them the opportunity to voice concerns, highlight what they loved, and offer suggestions for improvement. This combination of quantitative and qualitative feedback ensured that Liber & Co. could make data-driven decisions about their redesign.
When you make a big change like this, you have to expect some initial shock. People are used to what they know, and change—especially with something as familiar as our bottle—can take time to settle in. I had a rough NPS score in mind that I hoped we’d land within, but what really matters to me is how this evolves over time.
Our customers typically reorder every three months, so the real insight will come as we track their perception across multiple touchpoints—three months in, six months in. Once the initial reaction fades and they start seeing our bottle as the new norm, how do they really feel? How does it compare to other brands on the shelf? That’s what I’m most interested in measuring.
What data are you collecting?
We are currently running two simple yet effective surveys—one post-purchase survey with a single attribution question for new customers and an NPS survey capture important and valuable insights from returning customers.
Attribution Data
Understanding what marketing efforts led to customers finding out about the brand
Net Promoter Score (NPS)
Understanding what loyal customers felt about the new bottle design
How are you analyzing the data?
We’re pushing all the survey data into Google Sheets, which gives us a clear, organized view of how customers are responding. Every week, we’re diving into the open-text responses to see what people are actually saying—especially our detractors.
"Grapevine's post-purchase surveys are indispensable to our marketing analytics. We rely on it for every strategic decision we make. There’s simply no better tool for capturing customer feedback and understanding their journey. As a marketer of a fairly niche product, this invaluable data is the cornerstone of every successful campaign. I wish I could deploy Grapevine across every single marketplace we sell on—it’s that exceptional."
What have you found so far?
One interesting trend we’ve noticed is that while some customers give a low score on the new bottle, they often follow up by saying they still love the brand and the product. It’s not stopping them from ordering, which is reassuring. But our focus is on those who are truly impacted—customers who find the change disruptive enough to potentially affect their buying habits. By tracking this closely, we can identify any urgent concerns and make sure we’re addressing them in the right way.
Start Collecting Insights with Grapevine Surveys
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